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17 Copywriting Do's and Don'ts: How To Write Persuasive Content
The document provides tips for writing more persuasive copy, including avoiding filler phrases like "excellent customer service", superlatives like "the best", vague descriptions, passive voice, addressing readers as a crowd, jargon, multiple adjectives, and sugary testimonials. It recommends using sensory words, focusing on benefits and problems solved, mentioning objections overcome, focusing on the reader's needs, asking questions, telling stories with examples, and making calls-to-action direct. The goal is to appeal directly to the reader and their needs rather than using empty phrases.
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Written and illustrated by Henneke Duistermaat, highlighting her established presence.
Emphasizes eliminating vague phrases like 'excellent customer service' for direct communication.
Discusses the ineffectiveness of superlatives and suggests numerical proof of quality, e.g., businesses using software.
Encourages the use of tactile descriptions, moving from basic statements to creative imagery like 'kick-proof' doors.
Highlights the importance of expressing specific advantages, such as increased conversion rates from websites.
Urges addressing potential issues like downtime to reassure customers and provide solutions.
Focuses on addressing customer concerns regarding pricing, illustrating value with examples.
Emphasizes direct communication with the reader, offering valuable content and making it enticing.
Suggests using questions instead of emphatic punctuation to engage readers more effectively.
Advises against passive constructions, promoting direct and impactful language.
Focuses on personalizing messages and sympathizing with customer experiences for connection.
Denounces jargon, promoting straightforward language, e.g., simplifying payroll management.
Stresses the effectiveness of detailed examples over vague statements to convey clarity.
Encourages storytelling to illustrate quality, enhancing emotional engagement with the audience.
Recommends brevity in descriptions, focusing on strong adjectives for clarity.
Advises against overly sweet testimonials, supporting authentic customer experiences instead.
Promotes compelling CTAs that prompt immediate action from readers.
Wraps up with a prompt for additional writing tips and a free course offer to engage further.
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Similar to 17 Copywriting Do's and Don'ts: How To Write Persuasive Content
17 Copywriting Do's and Don'ts: How To Write Persuasive Content
- 2. Written & illustratedby: Henneke Duistermaat As seen on:
- 3. Avoid filler phraseslike excellent customer service
- 4. Avoid filler phraseslike excellent customer service.
- 5. Yuck: Our product issupported by excellent customer service.
- 6. Yuck: Our product issupported by excellent customer service. More persuasive: Any questions? Call our team on 0123 456 789. We’ll pick up the phone within 3 rings. That’s a promise.
- 7.
- 8.
- 9. Bllerrgh: The best accountingsoftware.
- 10. Bllerrgh: The best accountingsoftware. More persuasive: 1,790,000 small businesses use our accounting software.
- 11.
- 12.
- 13. Icky: Our doors aresolid.
- 14. Icky: Our doors aresolid. More persuasive: Our doors are kick-proof. Or: Even the hulk can’t break our doors with a sledgehammer.
- 15.
- 16.
- 17. I design high-convertingwebsites.
- 18. I design high-convertingwebsites. So you can turn more web visitors into leads.
- 19.
- 20.
- 21. We minimize serverdowntime.
- 22. We minimize serverdowntime. So you avoid frustrations, and keep your team happy.
- 23.
- 24.
- 25. Are your productspricey?
- 26. Are your productspricey? Explain the value you provide: Our floors remain squeak-and- creak-free for longer, because they’re made of solid hardwood.
- 27. Focus on yourreader
- 28. Focus on yourreader
- 29. Ugh: I’ll send youmy report with copywriting tips.
- 30. Ugh: I’ll send youmy report with copywriting tips. More persuasive: Get your free report. And learn how to write persuasive content.
- 31.
- 32.
- 33.
- 34.
- 35. Blah: We listen towhat you want.
- 36. Blah: We listen towhat you want. More persuasive: Would you like a modern wetroom with the latest gadgets? Or an opulent bathroom in Georgian style? We help you create the bathroom of your dreams.
- 37. Avoid the passivevoice
- 38. Waaaaah: You’re so muchloved by me.
- 39. Waaaaah: You’re so muchloved by me. More persuasive: I love you.
- 40. Never address your readeras part of a crowd
- 41. Never address your readeras part of a crowd
- 42. Ouch: To those ofyou who were inconvenienced, I apologize sincerely.
- 43. Ouch: To those ofyou who were inconvenienced, I apologize sincerely. More persuasive: I apologize if our downtime created problems for you.
- 44.
- 45.
- 46. Yikes: Our market-leading products alleviatethe stress of payroll management.
- 47. Yikes: Our market-leading products alleviatethe stress of payroll management. More persuasive: Our services take the pain out of payroll management.
- 48.
- 49.
- 50. Wishy-washy: We dye yourhair in any color.
- 51. Wishy-washy: We dye yourhair in any color. More persuasive: Lavender purple or shocking pink? We dye your hair in any color you like.
- 52.
- 53.
- 54. Duh: We use silkysmooth textiles.
- 55. Duh: We use silkysmooth textiles. More persuasive: We scoured the world to look for the softest textiles. In 1999, we discovered a small mill in Italy producing delicate satin … etc.
- 56.
- 57.
- 58.
- 59. Eh: Our beautiful, soft, vibrantlinen … More persuasive: Our vibrant linen …
- 60.
- 61.
- 62. Really??? Henneke is themost wonderful copywriter.
- 63. Really??? Henneke is themost wonderful copywriter. More persuasive: Henneke’s web copy appeals to our ideal customers, and helps us to increase sales.
- 64.
- 65.
- 66. Tut-tut: If you’d liketo receive our free report, add your email address and click download.
- 67. Tut-tut: If you’d liketo receive our free report, add your email address and click download. More persuasive: Get our free report now
- 68. Looking for more writingtips? So you can win more clients? ©2014byHennekeDuistermaat
- 69. Get your FREE SnackableWriting Course for Busy People ©2014byHennekeDuistermaat
- 70. Get your FREE SnackableWriting Course for Busy People ©2014byHennekeDuistermaat Click here